Article Per Year (5 Year)
p-Index From 2021 - 2026
0.408
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All Journal TOFEDU: The Future of Education Journal
Kurniawati, Wiza
Unknown Affiliation
Education Languange, Linguistic, Communication & Media Mathematics Other

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The Role of Wardah Cosmetic Brand Image through Social Media Based Branding Strategies Kusmarini, Kusmarini; Kurniawati, Wiza; Ulfah, Fadilla; Mayasari, Mayasari; Arief, Hidayatul
The Future of Education Journal Vol 5 No 1 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i1.1695

Abstract

The rapid growth of social media usage has transformed marketing communication strategies used by companies, including in the cosmetic industry. Social media platforms enable companies to reach consumers more widely, interact directly, and build brand identity effectively. This study aims to analyze the role of social media branding strategies in building the brand image of Wardah cosmetics. The research employs a literature review approach by examining relevant scientific journals, books, and previous studies related to digital marketing, branding strategies, social media, and brand image. Data were collected through literature searching, reading, and classifying relevant information from credible academic sources. The data were examined using a descriptive qualitative method to integrate findings from previous research.The results indicate that the use of social media platforms such as Instagram, TikTok, and YouTube plays an important role in strengthening Wardah’s brand image through creative content, consistent brand communication, and collaboration with influencers. Social media also supports the development of positive consumer perceptions and stronger brand awareness in the digital era.
Analyzing the External Environment in Business Strategy: PESTEL, Porter’s Five Forces, and the Identification of Opportunities and Threats Kurnia, Liza Isma; Angela, Etria Marsa; Kurniawati, Wiza; Andriani, Tuti; Waluyo, A. Budi; Alfarizi , M Hazel; Kuswanto, Kuswanto; Soleh , Ahmad; Wahyuni , Sri
The Future of Education Journal Vol 5 No 2 (2026)
Publisher : Lembaga Penerbitan dan Publikasi Ilmiah Yayasan Pendidikan Tumpuan Bangsa

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61445/tofedu.v5i2.1782

Abstract

Rapid changes in the global economy and technological disruption require companies to continuously adapt to a dynamic external environment. This article aims to comprehensively examine the use of PESTEL, Porter’s Five Forces, and SWOT methods in business strategy analysis in Indonesia over the last five years. Using a Systematic Literature Review (SLR) approach, articles published between 2021 and 2026 were collected from Google Scholar, SINTA, and Garuda databases, with a total of 25 articles analyzed. The main findings of this review indicate that although PESTEL, Porter’s Five Forces, and SWOT remain relevant, these methods are often applied separately without adequate integration. This study highlights the need for a more holistic and integrative approach in analyzing external factors that influence business strategies. The article suggests that companies should combine these three methods to obtain a more comprehensive perspective and achieve sustainable competitive advantage.
Co-Authors Ahmad Soleh Alfarizi , M Hazel Angela, Etria Marsa Arief, Hidayatul Kurnia, Liza Isma Kusmarini, Kusmarini Kuswanto Kuswanto Mayasari Mayasari, Mayasari Tuti Andriani Ulfah, Fadilla Wahyuni , Sri Waluyo, A. Budi